Role and Impact of Public Relations

Public relations may have a strong effect on public alertness at a much lower expense than advertising. In spite of its potential strengths, public relations are frequently described as a marketing stepchild because of its restricted and scattered use. This can be changing, however. Various companies nowadays are looking for public relations to take a more active role in promotion and marketing planning. Marketing public relations departments are being formed. Public relation tools are being utilized by the companies in evaluating public attitudes, recognize the issues of public concern and to execute the different kind of programs that can achieve public acceptance. It consists that the public relations is  that type of marketing function which evaluates public attitudes, recognize areas within the organization that the public can be interested in, and executes a program of action to get public understanding and acceptance.